Serum rum heads to Austria

Panamanian rum brand Serum has launched in Austria through a distribution partnership with In Good Spirits.

Serum is a super-premium rum brand distilled and aged in Panama.

Created in 2018, the rum was inspired by the construction of Panama Canal.

The rum producer added Serum Mamie, an expression infused with cocoa, vanilla and toffee to its portfolio last month, alongside two limited edition rums as part of the Panama Seasons Collection.

Mamie presents aromas of chocolate and toffee, and a creamy, round palate of honey and vanilla flavours with a slight cinnamon aftertaste.

Serum CEO Michal Kratochvil said: “We are very proud that, thanks to our new partner In Good Spirits, we can also launch our latest expression Serum Mamie in Austria, which has far exceeded our expectations in terms of sales.”

Serum comes in custom-made bottles inspired by old Panamanian rum barrels.

The range includes seven expressions, including two infused rums and three vintage limited edition bottlings.

Each rum was aged in American white oak Bourbon barrels.

Florian Schertler, managing director of In Good Spirits, added: “We were looking for some new, well-balanced rum with nice packaging since there is [an] evident lack of new independent and eye-catching rums in the market and that‘s why we choose Serum.”

Serum was included in The Spirits Business’ compilation of spirits brands to discover at ProWein 2023.